Impressions, clicks, and CTR aren't useless. You're just reading them wrong. Every marketing article tells you the same thing: ignore vanity metrics, focus on conversions, stop celebrating clicks. It's good advice... until it isn't. Because here's what those articles don't tell you: impressions do matter. CTR does matter. Engagement does matter. The problem isn't the metrics. [...]

I've sat across the table from CEOs of major institutions. I've been in rooms with big executives and decision-makers at large dealerships. I've held my own. And I've done it without the inflated promises, the vague-but-confident jargon, or the performance that seems to dominate so much of this industry. If you want the specifics, you got [...]